Tumblr: Covering the Coverage of the Coverage

In an article on the NY Times today, we learned that Tumblr has just hired two writers to do “real journalism” on their social media population.

Beginning as a company that allowed the mass upload of media content from almost anyone in the world, one can see how it may be trying to create a voice for the company. There are so many voices and everyone has so much to say. However, this will not be a fluffy pr effort according to the source.

According to the NY Times article, Ms. Bennet who will be Tumblr’s new executive editor and correspondent, stated “Basically, if Tumblr were a city of 42 million. . .I’m trying to figure out how we cover the ideas, themes and people who live in it.”

Tumblr is not alone and other social media outlets are looking to capitalize on the opportunity for covering the coverage of the coverage. We’ve seen a great shift in the media realm and a great rise of citizen and alternative journalism in the past 10 years.

Sam: Were you at the concert last night? Tara: No, I watched it on Facebook Live & took this screenshot

Now, the outlets themselves are starting to take advantage, strategically, of the content and the communities they have available to them. Creating content about the existing content. The only difference is the news is in the online environment, not out on the street.

The power struggle between media creators and media publishers continues indeed.